Lifecycle & Retention Email Performance
HomeGoods Direct • 284,400 Active Subscribers • Last 90 Days
Email-Attributed LTV Expansion
+18.4%
vs. organic retention baseline
North-Star Goal: Increase email-attributed customer LTV by 15% over 6 months by improving sequence completion rates and journey stage conversion, prioritizing post-purchase and at-risk stage interventions.
Avg Sequence Completion
64.2%
Journey Stage Conv. Rate
28.7%
Triggered Email RPR
$4.82
Winback Reactivation
19.3%
Subscriber Journey Flow — 90-Day Cohort Migration
Sequence Completion Rate by Lifecycle Stage
Churn-Predictive Engagement Score Distribution
Triggered Email Revenue Per Recipient (RPR) by Trigger Type
Journey Stage Conversion Rate by Cohort
Lifecycle Email Unsubscribe Rate by Stage
Lifecycle Sequence Performance Table — Last 90 Days
| Sequence Name |
Stage |
Subscribers |
Completion Rate |
Conv. Rate |
RPR |
Unsub Rate |
| Welcome Series (5 emails) |
Onboarding |
18,240 |
72.3% |
11.4% |
$2.84 |
0.8% |
| Post-Purchase Nurture (4 emails) |
Post-Purchase |
12,890 |
68.9% |
34.2% |
$8.12 |
1.2% |
| At-Risk Re-engagement (3 emails) |
At-Risk |
24,670 |
58.1% |
22.6% |
$4.36 |
2.1% |
| Winback Campaign (2 emails) |
Winback |
31,540 |
52.7% |
19.3% |
$3.78 |
3.4% |
| VIP Exclusive Access (6 emails) |
VIP |
8,120 |
81.4% |
42.8% |
$12.64 |
0.5% |
| Engaged Content Series (8 emails) |
Engaged |
42,380 |
64.2% |
28.9% |
$5.92 |
1.6% |
| Dormant Reactivation (3 emails) |
Dormant |
19,840 |
44.6% |
8.2% |
$1.94 |
4.8% |
Email-Attributed Incremental Revenue by Stage
Segment Migration Rate — Monthly Transitions
Suppression Leakage Audit — CRM-ESP Sync Outage (Months 8-9)
Suppressed Contacts Mailed
1,140
0.4% of list
Complaint Rate Impact
+0.08%
Above baseline
Est. Reputation Cost
$18.2K
Deliverability impact
Resolution: Implemented daily suppression sync verification + pre-send list hygiene gate. Leakage rate dropped to 0.02% in Month 10.